Electric Objects

Electric Objects was conceived to create a new, calmer relationship with digital media, moving beyond the distracting nature of conventional screens. Founded in 2013 by Jake Levine, whose background includes roles at Digg and betaworks, the company aimed to bring art from the internet onto the walls of people's homes. The founding inspiration struck when Levine, while at Digg, saw the artistic potential of GIFs being curated by the then-nascent GIPHY and couldn't find a suitable screen to display them in his apartment.

The company's primary product, the EO1, was a purpose-built computer housed in a digital frame. It featured a 23-inch, matte-finish 1080p HD LCD screen designed to minimize glare and blend into a room like a traditional piece of art. The device deliberately lacked interactive elements like keyboards or pop-up notifications to ensure the art remained the focus. Users controlled the display through a companion mobile app for iOS and Android, allowing them to browse and select from a vast library of digital works, including still images, videos, and animated GIFs. An ambient light sensor automatically adjusted the screen's brightness to match the room's lighting. The business model centered on the one-time sale of the hardware, which was successfully launched via a Kickstarter campaign that raised over $787,000. A supplemental revenue stream was introduced with the "Art Club," a $9.99 monthly subscription that provided access to curated collections from museums, galleries, and partner organizations.

After raising nearly $10 million in venture capital from investors like Bessemer Venture Partners and First Round Capital, and launching a second-generation product, the EO2, the company faced challenges in building a sustainable business around hardware production. In June 2017, GIPHY acquired the Electric Objects software and application. As part of the acquisition, Electric Objects ceased its hardware operations. GIPHY committed to maintaining the app and art collection for existing device owners, bringing the company's journey full circle by placing it under the ownership of one of its original inspirations.

Keywords: digital art frame, connected display, art subscription service, internet art, digital art marketplace, Jake Levine, GIPHY, Kickstarter hardware, betaworks alumnus, EO1, EO2, ambient computing, digital decor, screen for art, GIF display, Art Club, app-controlled art, commissioned digital art, venture-backed hardware, art technology